Many businesses now collaborate with influencers to create awareness about their brand, products, or services, build credibility, increase engagement, or attract a new audience. These influencers typically have a significant following and a loyal audience on social media platforms such as Instagram, YouTube, TikTok, or blogs.
Influencer marketing has quickly become a staple component of any communications strategy, providing ROI that makes it an invaluable tactic for reaching your objectives. Compared to advertising, influencer campaigns are highly customizable for diverse audiences and can be cost-effective and quick to execute.
At BlueSky, we know influencer marketing inside and out. Our public relations history combined with vast social experience means we work with creators to produce content that tells a story and resonates with their audience – from quick and digestible bites to long-form content across platforms.
As a digital PR agency with deep experience in influencer marketing services in Toronto, we delve into the range of influencer sizes – nano, micro, macro, and mega. Each category offers unique strengths and benefits, allowing brands to tailor their campaigns for maximum impact.
Nano influencers usually have a smaller (less than 10,000) but fervently engaged following and are the unsung heroes of the influencer world. They have a genuine passion for their chosen niche, leading to highly dedicated and closely-knit communities. While their follower count may be modest, their impact is anything but. Collaborating with nano influencers allows brands to tap into hyper-localized audiences, fostering a sense of authenticity and trust that resonates deeply.
Stepping up the ladder, micro-influencers are individuals who have cultivated a devoted following – typically 10,000 to 100,000 – within specific industries. With a moderate but highly engaged audience, micro-influencers are known for their expertise and credibility. Partnering with micro-influencers empowers brands to penetrate niche markets, leveraging the influencer’s intimate knowledge to create campaigns that speak directly to a targeted audience.
On the grander stage, macro and mega influencers command a substantial following, often in the hundreds of thousands or even millions. These influencers range from low-level to mega-celebrities and have a unique ability to generate widespread brand exposure and drive massive engagement. Collaborating with these influencers is like unleashing a powerful amplifier for your brand message, ensuring it reverberates across the digital landscape.
In the dynamic landscape of influencer marketing, the heart of success lies in the genuine connections formed between brands and content creators. At BlueSky, we excel in the art of fostering these authentic collaborations, where creativity meets strategy to create impactful campaigns that resonate with audiences.
Here’s how our influencer marketing process generally works:
We work with brands to establish the campaign’s goals and objectives. This could include increasing brand awareness, driving product sales, generating leads, or boosting engagement. Then, we determine the best mix of organic, paid, and shared content to cost-effectively drive the most impact.
We continually curate our list to find the best creators through our own research, contacts, or management agencies, leveraging diversity across key categories to best fit the campaign and objectives. Aligning with the target audience and brand values, we consider factors such as niche, audience demographics, engagement rates, and overall reputation.
We vet for conflicts, strengths, and risks to find the most suitable influencers, then propose and negotiate collaboration opportunities to determine the terms of the partnership, including compensation, content requirements, timelines, and deliverables.
Our careful planning and hands-on management deliver quality brands expect while maintaining influencers’ unique voice and style to make the content more authentic and relatable to their audience. This content can take various forms, such as sponsored posts, videos, stories, reviews, or tutorials.
Influencers publish the sponsored content on their social media platforms or other channels, leveraging their established following. They promote the brand and its offerings through the agreed-upon content and engage with their audience to drive interaction.
We know that results matter. Monitoring various metrics such as reach, engagement, click-through rates, conversions, or brand mentions, our campaign reports provide quantitative and qualitative analysis that allows brands to assess the effectiveness of the collaboration and make data-driven decisions for future campaigns.
Successful influencer marketing often involves building long-term relationships with influencers. Brands may engage in multiple campaigns or ongoing partnerships, as it helps foster authenticity, trust, and loyalty among the influencer’s audience.
"BlueSky is smart and strategic, well organized and easy to work with. More people than ever are engaging with us online thanks to their communications and program initiatives."
Geoff Eaton, Young Adult Cancer Canada
"I worked with BlueSky for a campaign as a content creator. The team was always on top of their work – being very responsive to any questions or concerns that I had, and ensuring that everything was carried out collaborative and efficiently. Would 100% work with them again and highly recommend them to anyone interested in their services."
Allie C. Content Creator, @allie.cui
“Our team is so happy with the mix of creators brought to the table. What we’re doing here will set the precedent for years to come. I’m excited, and grateful, for the opportunity to continue to work with BlueSky on this.”
Lara Hamden, Marketing Manger, RBC
We can help with all your public relations, communication, and digital marketing needs.
Effective, creative content is at the core of what we do. From B2B and B2C, our expertise spans article writing and storytelling, editorial planning, key messaging, video production and more. And we help ensure that your content gets seen. We amplify your brand’s story through an integrated, custom content strategy across digital, print, social and broadcast channels. We maximize owned, earned and paid media to amplify your message, making sure it gets in front of the right audience to drive the results you want.
An integral part of any business, your brand reputation and corporate communication sets the tone with the public, your clients, employees and stakeholders – and we make sure you get the tone right. BlueSky helps you understand what matters to your audiences – both external and internal – and develops meaningful programs that resonate. We help clients with crisis and issues management, employee and executive communications, community relations and corporate social responsibility (CSR). Whether it’s a workplace fundraiser event, an annual report, infographics, HR video or speechwriting, we help you share your message with relevant stakeholders.
Social media demands an always on, two-way communication, transparency, and authentic interaction. More importantly, it demands strategy. We’ve managed social communities, developed social media guidelines and created engaging, impactful content, whether a short Instagram caption or long-form executive-published posts on LinkedIn. Through social listening tools and insights, we can make sure you’re talking about what matters most to your audience, and that your online and traditional PR efforts are integrated seamlessly and effectively.
Our in-depth experience providing integrated government relations, public affairs and strategic communications tailored to your needs helps our clients navigate the public policy process in order to successfully achieve central objectives. We work with you to better position your priorities within the current political landscape to ensure you’re able to gain the ear of key decision-makers and reach your goals.
When it comes to social influencers it’s not about who has the biggest audience, but about engagement, trust and authentic connection. We leverage valued relationships with nano- to celebrity-level creators, working collaboratively to ensure they deliver quality content that resonates with your target audience and is on-point with your brand messaging. Our winning formula requires a thoughtful approach that combines the right people, the right content and the right distribution to maximize engagement and drive impact at scale. You’ll see the results in our campaign evaluations – supported by numbers that exceed industry average performance.
In an environment that is increasingly pay-to-play, earned media remains the holy grail of coverage for brand credibility. Over the years we’ve developed solid relationships with traditional and online media, and we know the elements of success for securing interest from trusted journalists at top-notch publications. We excel at crafting tailored, compelling stories that help keep your brand top-of-mind across print, broadcast and digital channels. You’ll see the results through our media measurement and reporting and assess your share of voice (SOV) among competitors.